Choosing an Objective

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1. Overview

Selecting your objective is the first step in the new objective-based advertising. Choosing your objective helps us streamline and customize your campaign creation.

An objective is the action you want your customers to take after seeing your ad.  We support full funnel objectives from awareness to conversion.

Objectives are grouped into 3 categories:

• Awareness campaigns maximize your brand’s share-of-voice through impressions.

• Consideration campaigns encourage your customers to take action to find out more about your business.  The action is usually clicks that take them to a landing page. But it could be other engagement like encouraging social actions or view views.  

• Conversion campaigns are focused on lead generation and the ability to track actions important to you on your website.  This could be a whitepaper download from your website or filling out forms on your website.

Tip: The temptation will be to start choosing your objective right away.  But please remember to name your campaign and assign a campaign group first.

2. Finding the right objective

Here’s a brief description of the objectives available:  

Brand awareness campaigns  are simple impression-based campaigns.  These campaign are great for top-of-funnel brand building.  

Website visits is likely the objective you’ll choose most often for getting clicks that take customers to your website.

Engagement objective is all about getting customers to interact with your posts including social actions (such as likes, comments, hashtags and shares), getting more company followers, or just simply clicking on your ads.  

Video views as an objective gives you the option to bid based on cost per view.  Video will be available as an ad format on other objectives.  However, you will have the option to bid based on cost per view only by choosing video views as an objective.  

Lead generation campaigns must use LinkedIn lead gen forms pre-filled with LinkedIn members’ profile data.  This is one of the easiest and most effective ways to get leads on our platform.

Website Conversion campaigns optimize for actions on your own website that you define as valuable.  This can be action such as downloading whitepapers or filling out forms on your website.  Website conversion campaigns must use conversion tracking.

As of February 2019, two objectives are disabled for now.  “Brand awareness” and “Website conversion” objectives won’t be available until mid 2019.  If you want to select these two objectives in the meantime, there’s still a work around.

1.) Choose “Website visits”

2.) Choose any of the Sponsored Content ad formats (“single image”, “carousel” or “video”)

3.) Choose “automated bid"

4.) Then optimize for “impressions” for “Brand awareness” campaigns or optimize for “conversions” for "Website conversion" campaigns.  

Questions? View our help center.